E-commerce strategies for global market expansion

Results.
The e-commerce sphere is constantly changing and developing, so it is necessary to monitor current trends and build business strategies based on them.
E-commerce trends include:
1. Mobile commerce. In recent years, applications have been created for mobile devices, which are much more convenient to work with than accessing a web page through a browser. The growth of mobile commerce is due to its accessibility: from your phone you can read reviews, study product descriptions and place orders anywhere and at any time. For vendors on marketplaces, phone versions provide greater mobility to control and manage content and operations on the site, which means increased efficiency and sales.
2. Description of goods and visual component. Even the best quality product needs competent presentation. Suppliers have begun to pay much more attention to the descriptions of their products. To optimize product descriptions, automatic tools are increasingly being introduced. For example, algorithms inside marketplaces are able to independently compare supplier product cards for compliance and look for errors and inaccuracies.
Especially in 2022, a lot of resources are being invested in visual content. In addition to photos, video content is also developing. According to the Content Marketing Institute, in 2022, about 69% of B2B investments will go into video content creation. According to estimates, 44% of purchases are made thanks to advertising and the correct presentation of content.
3. Artificial intelligence. Platform visitors pay attention to the work of artificial intelligence. Marketplace owners are taking a range of measures: all kinds of individual recommendations, chat bots, voice assistants, smart search and other work with visitor data help to retain the client’s attention. Research shows that 71% of shoppers continue to explore a site when they encounter personalized offers based on their search history.
4. Reduced delivery times and costs. Since the pandemic, the delivery industry has become very in demand; For many customers, the ability to order goods home has become necessary. Fast and cheap (or free) shipping gives you a competitive advantage over other suppliers. It is worth noting that 18% of buyers refuse to make a purchase due to slow delivery, and 60% because of high additional costs, including delivery of goods. Integration of the marketplace with popular logistics services can be a significant advantage.
The experience of China is interesting. JD.com is testing delivery to remote parts of the country using drones, thereby tapping into one of the key trends in the future of e-commerce.
5. Development of payment services. It is important for the buyer to have the opportunity to choose a payment system. In 2023, the situation with a variety of payment options is very relevant. This could be traditional payment using bank cards or some more modern methods: payment via QR code, FPS (fast payment system), electronic wallets.
For example, many marketplaces use the “Safe Transaction” service. Also, the technology of the built-in billing module allows you to make and keep records of payment transactions as efficiently as possible; The platform supports all necessary international data security standards. Recently, such a payment method as “buy now, pay later” BNPL (buy now, pay later) has been gaining momentum; Globally, the user base for BNPL services grew by 85% year over year between 2020 and 2022.
6. The D2C (direct to customer) model is a new business model in which the manufacturer directly communicates with the buyer, eliminating intermediaries. This model represents the automation of processes in logistics and e-commerce, as well as the integration of all interaction channels within a single platform. For example, at Nike, the team established direct interaction with customers at the product design stage, customizing the design of shoes before production began.
7. Conversion optimization. In 2022, the popular trend of CRO (conversion rate optimization) helps to make the process of online purchases on marketplaces more comfortable, due to which customers form a positive opinion about the suppliers of goods and about the company that owns the marketplace. Conducting a variety of research and analytics helps increase profits, reduce the risks of making wrong decisions and gain more customer loyalty.
8. Implementation of PWA. PWA (Progressive Web App) is a website that looks like a mobile application. You can use it even in the absence of the Internet. Creation and support are cheaper for the company: now you don’t have to create a web resource and an application for smartphones (iOS, Android) separately. According to AliExpress, PWA increased the site’s conversion rate by 104%.
9. Introduction of a voice assistant. The leader in this area is Amazon's voice assistant called Alexa, which is installed in smart speakers and other home devices. With its help, the client can make a purchase through voice without leaving home. In India, Alexa is also available in Hindi. The Times of India reported that Indian consumers use voice assistants more than 10 million times a week, much more than the UK or US (Times of India, 2020). Amazon also introduced the Dash Button device, which allows you to place regular orders with the click of a button. This technology is most in demand in the field of selling everyday goods. Thus, we can conclude that e-commerce continues to develop every year, as a result of which problems arise that relate, to a greater extent, to the information, technical and regulatory factors of doing business in this area. It is worth noting: in order to maintain positions in a highly competitive e-commerce market, it is necessary to quickly respond to new trends and customer expectations. The further development of the e-commerce business is exclusively related to the development of innovations that improve the company's efficiency and the quality of customer service. Therefore, pursuing e-commerce development trends guarantees success, as well as opportunity to take a leading position in the market.